Google’s move to increase reliance on algorithms for its new ad purchasing tools are being met with criticisms from consumer privacy and tech analyst who say that machine learning present risks of discrimination and privacy intrusions in advertising.

While the use of Google’s advanced ad software was welcomed by advertisers as it made their spending more efficient, it may allow targeting ads based on users based on race by proxy unbeknownst to the company by relying on other information that approximates race, according to Harvard University fellow and former public policy staffer at Facebook Inc. Dipayan Ghosh.

Further concerns were raised when Google’s senior vice president for ads Sridhar Ramaswamy said that they are researching “fairness” in machine learning extensively but it is “not a solved problem.”

Source: Reuters

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